Made in America: Survey Highlights Americans’ Readiness to Pay Premium for US-Made EVs

red ev charging

Approximately 60% of Americans cite financial incentives like gas savings and reduced vehicle maintenance costs as key motivators for embracing EVs. (Credit: Pixabay)

by | Jun 11, 2024

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According to a recent survey by the Energy Policy Institute at the University of Chicago (EPIC) and The Associated Press-NORC Center for Public Affairs Research, the allure of EVs is undeniable. Yet, concerns over cost, range, charging infrastructure, and the lack of charging stations persist.


Data collection utilized both probability and non-probability sample sources. Interviews were conducted between March 26 and April 10, 2024, targeting adults aged 18 and over across the 50 states and the District of Columbia.

The probability sample source, AmeriSpeak®, NORC’s panel, ensured the representation of approximately 97% of the U.S. household population. Panel members, randomly selected, responded to web or telephone interviews conducted in English. Additionally, Dynata facilitated 3,987 non-probability interviews, adhering to demographic quotas.

Quality assurance measures were implemented, with interviews removed for nonresponse or incomplete data. The final weighted data were adjusted using a raking process to account for survey nonresponse and sample design discrepancies. To integrate the nonprobability sample, TrueNorth calibration was applied, adjusting weights to align distributions with the population characteristics.

A Shifting Landscape

Echoing sentiments from the past, approximately 60% of Americans cite financial incentives like gas savings and reduced vehicle maintenance costs as key motivators for embracing EVs. Moreover, the desire to shrink personal carbon footprints remains a compelling driver. Climate change and energy policies have become pivotal issues in the 2024 election, transcending partisan boundaries.

“Climate issues have long been a focal point for Democrats, but our findings suggest a shifting landscape where Republicans, particularly the younger cohort, are increasingly recognizing the urgency,” remarked Jennifer Benz, deputy director of the AP-NORC Center. “A burgeoning consensus is emerging, underscoring the rising importance of clean energy initiatives across party lines.”

The Charge Towards Change

The survey underscores a shift in consumer attitudes, with 66% of adults stating climate consciousness as a primary reason for considering an EV purchase. Financial pragmatism, encompassing gas savings, maintenance economies, and tax incentives, further propels this trend.

Yet, impediments abound. Cost concerns and apprehensions regarding range and charging infrastructure headline barriers hindering EV adoption. Despite recent strides in charging station deployment, approximately two-thirds of Americans remain oblivious to nearby charging facilities, irrespective of locale.

Climate Change: Bridging the Divide

While most Americans acknowledge the reality of climate change, a partisan schism persists. Democrats exhibit a steadfast conviction, with 93% acknowledging climate change compared to 62% of Republicans. Moreover, the attribution of human activity as the primary driver of climate change reflects a similar disparity, with 67% of Democrats and 34% of Republicans subscribing to this view.

Weathering the Storm: Policy Preferences

Over half of Americans advocate for stringent emissions regulations and state-funded adaptation initiatives, findings predominantly championed by Democrats. Conversely, Republicans, albeit to a lesser extent, diverge on these policy propositions.

The survey reveals nuanced stances on fossil fuel development and renewable energy. While only 43% prioritize expanding fossil fuel endeavors in the next presidential tenure, a resounding majority express support for wind and solar projects in their communities.

The prospect of a carbon tax draws mixed reactions. While most Americans balk at a monthly carbon fee, a notable proportion endorse corporate carbon levies. This division underscores broader debates surrounding climate responsibility, with corporations and the federal government bearing the brunt of culpability in the public eye.

American Built

The American-built EV market offers a variety of options for consumers, including popular models like the Ford F-150 Lightning, Chevrolet Bolt, Tesla Model 3, Model Y, Model S, Lucid Air, and Rivian R1T and R1S. These EVs are manufactured in factories across the United States, including Michigan, California, and Illinois.

In addition to supporting the local economy, purchasing an American-built EV may qualify buyers for certain incentives. For instance, the Inflation Reduction Act provides incentives for purchasing EVs and plug-in hybrid electric vehicles (PHEVs) assembled in North America.

Furthermore, the American-built EV market is experiencing rapid growth, indicating increasing consumer interest and market expansion.

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